Workshop: Community Hacking (Johor, January 2018)

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Community Hacking
Re-coding The Science of Belonging
1

Either you are building your company’s
organizational culture or trying to grow your
customer’s database, you need a commu...

community

community building 
kəˈmjuːnɪti ˈbɪldɪŋ
noun
1. art of inspiring people to take action willingly. 
Antonyms: micro-managem...

Ride with strangers?
(a story before Uber and Grab)
5

Trust is inherent to communities.
It inﬂuences us on taking action: from caring for
our each other to buying bitcoins.
Whe...

Can TRUST be engineered?
We’ll talk about this.

How do they do it? Why do we trust them?

AGENDA OVERVIEW
• Why communities? Why does if feel good to belong?
• Community builder: how to craft authentic stories.
•...

Why Communities?
10

Why is belonging the topic
of every single
high school movie?

Belonging feels good. But why?

Longevity
What does it take to live 100 years and beyond?
Source: elderly man from Sardinia, https://hiveminer.com/Tags/an...

PLAY VIDEO

TL;DR
Community
Call Your Mom
Quit Smoking
Quit Booze
Flu Vaccine
Miscellaneous 
Milennial Stuff*
0 2.5 5 7.5 10
*Kale smo...

– Susan Pinker
“Those interactions are one of the strongest
predictors of how long you'll live”

– Susan Pinker
“Building in-person interaction (…) bolsters the
immune system, sends feel-good hormones
surging through th...

Feeling Safe = Good
The ones who did not belong didn't
spread their genes too far.

– Yuval Noah Harari
“The real difference between humans and all
other animals is not on the individual level;  
it's on th...

“Like all ancient villages, Villagrande couldn't have survived
without this structure, without its walls, without its cath...

Really, Maslow?

It’s hard to prioritize…

Belonging to a community feels good because
it feels safe. You feel home.
 
No wonder it feels great to ﬁnd a compatriot
w...

Source: https://gjismyp.wordpress.com/2014/03/18/humanities-cartoon-series/

Flexible Cooperation
“All the huge achievements of
humankind throughout history,
whether it's building the
pyramids or ﬂyi...

Sense of Home, Familiarity, Identity lead to Trust
When you can identify yourself with
something, you instantly feel safe.

The Way We Belong
Has Changed

Freedom to Belong Anywhere
We’re mobile and connected.
 
Technology transformed how we interact.
It expanded our boundarie...

As we’re no longer ﬁghting beasts,
new forms of identity emerged.
Questions 
What make you feel belonging today?
What sign...

Ok. We lived long and prospered because  
we belonged to communities. But…

How Do We Do It?
33

What is the common thing between
communities and sci ﬁ?

– Yuval Noah Harari
“Humans use their language not merely to
describe reality, but also to create new realities,
ﬁctional ...

“As long as everybody believes in the same ﬁction,
everybody obeys and follows the same rules, the same
norms, the same va...

“Money, in fact, is the most successful story ever
invented and told by humans, because it is the only
story everybody bel...

Exercise
List all the communities that you belong to.
Everything you can think of. 
 
From Apple, Nike, Star Wars and Baco...

Exercise
Done? Now answer: 
- What makes you part of this community?
- How does it deﬁne you? Cool, geek, rich…?
- Who’s t...

AGENDA OVERVIEW
• Why communities? Why does if feel good to belong?
• Community builder: how to craft authentic stories.
•...

The Community
Builder
41

Community Builder  
kəˈmjuːnɪti ˈbɪldə/ 
noun
1. someone who invents excuses to connect people;
2. someone who unites thro...

connecting people 
 
storytelling 
 
authenticity

Tell a Story
44

A community can be deﬁned a group of people
with a shared set of values and beliefs.
So what?

Shared Belief > Values > Decisions > Actions
=
Culture
=
less dollars spent  
(advertising, management, recruiting)

How can we create culture?
Start from sharing a belief.

– Simon Sinek
“The goal is not just to sell to people who need
what you have; the goal is to sell to people who
believe wh...

PLAY VIDEO

PLAY VIDEO

– Simon Sinek
“If you hire people just because they can do a
job, they'll work for your money but if they
believe what you...

PLAY VIDEO

Warm Up (3’)
Journaling:
If your business was a person, what would it care about?
What would it crave, wish, tear, rage or...

Cardio (10’)
Pair Up (Find Someone):
Why does your business exist for?  
Why does it matter? Why? Why? Why?
5 times or unt...

Exercise (15’)
 
 
 
Your Golden Circle.

Authenticity
59

Why Authenticity?
“Because true belonging only
happens when we present our
authentic, imperfect selves to
the world, our s...

Authenticity = Efﬁciency
Effortless Trust.

– Brené Brown, Author
“Authenticity is a collection of choices that we
have to make every day. It's about the choice to
sh...

No one can relate to perfection.  
 
Don’t build your business an ideal persona.
Ride on your crazy emotions.
Show your ﬂa...

Great characters aren’t ﬂawless
Daenerys Stormborn of the House
Targaryen, First of Her Name, the
Unburnt, Queen of the An...

Make it Unexpected
Badass War
Leader
Looks Sweet and Pretty
Merciless Killer Good Cause

Journaling (1’)
Write about what drives you to do your business.
What do you know? What you don’t know?
What areas make yo...

Connecting People
Creating excuses to bring people together
70

– William Butler Yeats
“There are no strangers here. Only friends you
haven’t yet met.”

The Turkey
“Community building is like the
Turkey in the Thanksgiving
dinner. People get together
because of it, but what ...

What brings us together isn’t necessarily
what binds us together.
Great. So stop
eating me.

Rich kid blues: A Harvard University student (Image: Getty Images)
Image: Getty Images

Types of Commonalities
(Human Tags)
• Experiences (Batch, Class, Trips)
• Proximity (Geography, Ethnicity)
• Interests (St...

Human Tags: Mutual or Exclusive
Trump Fans
Rest of Us Star Trek Fans
Star Wars Fans

Matrix of Relevance
Niche
Competition

Exercise (5’)
Identify types of commonalities which could
bring your customers together.
What content could you create tha...

AGENDA OVERVIEW
• Why communities? Why does if feel good to belong?
• Community builder: how to craft authentic stories.
•...

Branding
Communication of Value
80

Communication Principles (3Cs) 
 
Consistency | Cohesiveness | Cadence

Consistency
Try to tell a vegan: “oh! I am vegan too!  
But I eat ﬁsh once in a while…”
And let me see what happens.
To re...

Cohesiveness
If you get people to sign up to your weekly startup
newsletter and you start spamming them with 
your marketi...

Cadence
If you meet someone at a party and have a great
drink with them, but never text nor call later.  
 
Will this pers...

Communication Styles
Figure 1: Centralized, decentralized and distributed network models by Paul Baran (1964), part of a
R...

Communication Styles
Figure 1: Centralized, decentralized and distributed network models by Paul Baran (1964), part of a
R...

Design and Create
Content
Content to Build Your Community
89

Belonging is about identity, which can be
designed by the type of content you create to
attract the right people.

Great content can attract a self-selected base of
customers who will deﬁne themselves as part of your
community - and act ...

ATTRACT ENGAGE STAY
First Impressions 
 
What is the ﬁrst point
of contact with your
community?
Come Again!
Give them a re...

1. Where do your (potential) customers normally
hang out? Where can you ﬁnd them? Go there.
2. What do they usually talk a...

Go where they are. Find a familiar excuse to invite
them over, make it easy for them to get to know
you. Follow up when th...

1. Listen to them. What are they really looking for?
How can you better help them?
2. Plan, show and communicate in advanc...

Improve and deepen your value communication,
as you get to know them better.  
Give them good reasons to come back.
ENGAGE

1. Validate their trust. Build an authentic
connection. Show you care about them;
2. Continuously improve and optimize you...

Deliver the promise and surprise them.  
Like any relationship, you balance what you keep
(values, beliefs) while you adap...

Online vs. Ofﬂine?
A study by Neuroscientist
Elizabeth Redcay (University of
Maryland) mapped our brain to
analyze the dif...

– Susan Pinker
“Simply making eye contact with somebody,
shaking hands, giving somebody a high-ﬁve is
enough to release ox...

High ﬁve the human to your right!

Exercise (10’)
1. Identify which stage you’re the stage you
must work on, the most;
2. Design a content ﬂow starting from ...

AGENDA OVERVIEW
• Why communities? Why does if feel good to belong?
• Community builder: how to craft authentic stories.
•...

TL;DR
Create Stories: Shared Set of Values and Beliefs 
 
Feeling Safe = Feeling Good 
 
Trusting and Willingness to Take ...

We’re no longer ﬁghting bears. Why are we still
ﬁghting each other?
We have bigger problems to deal with which
will affect...

We need communities which harness the value
of diversity into a shared vision.
 
Research proves that more diverse compani...

Are you going to start better communities?

Following Up
www.hackingcommunities.com
Videos, books, authors (Yuval Noah Harari, Susan Pinker,
Simon Sinek, Brené Brown,...

lais@moregirls.co
Thank you!

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